# Selling Sympathy Heartfelt sharing campaigns utilize kindness to connect with consumers. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Feb 26, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/selling-sympathy ## Key Figures - Trend score: 4.1/10 - Evidence articles: 6 ## What is the Selling Sympathy trend? **Selling Sympathy:** With brands often featuring ads that center around product placement and aesthetic appeal, consumers are looking to more emotionally enticing concepts that allow for a relatable connection. Commercials that feature sharing and kindness provide features of good will and graciousness that people constantly strive for, appealing to a consumer's need for more honest and down-to-earth approaches. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 5, 2013 to Feb 25, 2014 - Published: Feb 26, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Selling Sympathy trend ### Emotional Connection Campaigns Brands are creating ads that provide features of good will and graciousness that people constantly strive for, appealing to a consumer's need for more honest and down-to-earth approaches. ### Sharing Culture Campaigns, such as The ATM of Happiness and MILKA's sharing tactics, encourage people to share with others and embody the brand's message of joy and tenderness. ### Guerrilla Advertising Campaigns Guerrilla Science and The Big Bang UK used creative promotional tactics to educate and inspire students in preparation for the Big Bang Fair in a fun way. ## What the Selling Sympathy trend means for industry ### For Advertising and Marketing Brands are realizing the importance of emotional connection campaigns and utilizing this trend to create more honest and down-to-earth approaches to their marketing strategies. ### For Consumer Goods Sharing culture is becoming a powerful trend in the consumer goods industry, with companies like MILKA creating interactive tactics to solidify their brand as tender and caring. ### For Education Guerrilla advertising campaigns like Guerrilla Science and The Big Bang UK are becoming popular in the education industry, inspiring students in a fun and creative way. ## Trend signals for Selling Sympathy Trend score 4.1 out of 10, from popularity 77%, activity 37%, freshness 8%. - Popularity: 77% - Activity: 37% - Freshness: 8% ## Examples of the Selling Sympathy trend 6 featured examples from Jun 5, 2013 to Feb 25, 2014. - [Sweet-Sharing Promotions](https://www.trendhunter.com/trends/square-of-chocolate): MILKA Helps People Show Love by Sharing the Last Square of Chocolate (Category: Lifestyle) Implication: The food and beverage industry can explore similar promotions to create emotional connections with customers, driving brand loyalty and positive associations. - [Guerrilla Fact-Sharing Campaigns](https://www.trendhunter.com/trends/the-big-bang-uk): This Campaign Shares Crazy Facts to Promote the Big Bang UK Fair (Category: Marketing) Implication: Integrating innovative campaigns into educational settings can revolutionize the way students learn and engage with subjects like science, math, technology, and engineering. - [Warmth-Sharing Campaigns](https://www.trendhunter.com/trends/would-you-give-up-your-jacket): SOS Mayday Asks: Would You Give Up Your Jacket to a Child in Need? (Category: Marketing) Implication: Non-profit organizations can use social experiments to raise awareness for their causes and tap into the emotions of potential donors. - [Happiness-Dispensing ATMs](https://www.trendhunter.com/trends/atm-of-happiness): The ATM of Happiness Gives Out Free Money and Encourages Sharing (Category: Marketing) Implication: The banking industry can benefit from incorporating unconventional and socially responsible methods to attract and retain customers. - [Heartwarming Cab-Sharing Campaigns](https://www.trendhunter.com/trends/coca-cola-christmas-ad): This Coca-Cola Christmas Ad Encourages Sharing Taxi Rides (Category: Marketing) Implication: Disruptive innovation opportunity: Integrate ride-sharing services and initiatives into beverage marketing campaigns to promote community engagement and amplify brand message. - [Dramatic Fry-Sharing Ads](https://www.trendhunter.com/trends/french-fries-story): The French Fries Story Depicts a Tale of Golden Fries and Friendship (Category: Lifestyle) Implication: Fast food chains can use creative advertising techniques to showcase their products in a unique and enticing way. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Candy-Inspired Chicken Glazes](https://www.trendhunter.com/trends/candy-inspired-chicken-glazes) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)